• 유통과학연구
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• 제14권11호
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• pp.61-73
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• 2016

Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

• 품질경영학회지
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• 제29권1호
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• pp.11-23
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• 2001

This paper is concerned with suggesting a Bayesian method for variable selection in multinomial logit model. It is based upon an optimal rule suggested by use of Bayes rule which minimizes a risk induced by selecting the multinomial logit model. The rule is to find a subset of variables that maximizes the marginal likelihood of the model. We also propose a Laplace-Metropolis algorithm intended to suggest a simple method forestimating the marginal likelihood of the model. Based upon two examples, artificial data and empirical data examples, the Bayesian method is illustrated and its efficiency is examined.

• Industrial Engineering and Management Systems
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• 제11권2호
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• pp.148-154
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• 2012

Micro Electric Vehicles are considered as a solution for reducing $CO_2$ emissions, however, it is difficult to evaluate its impact in a local community when it has been introduced. In this study, we evaluated how to spread the Micro EV within the community, using the utility derived from a multinomial logit model, and analyze the effect on $CO_2$ emissions. The householder's utility model is based on an investigation about Kiryu citizen's activities of shopping, transportation methods, etc. Using the geographic information system, we get the distances of each householder and the stores, and estimate a multinomial logit model about the combination choices of shopping stores and transportation method.

• 한국조경학회지
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• 제22권3호
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• pp.1-12
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• 1994

This study was carried out to identify destination choice behavior for one-day use recreation areas. Previous positioning study was utilized to select 4 study areas, and the secondary data were used for logit analyses. The Hausamn-McFadden test for IIA was conducted to examine whether conditional logit models are valid methodology for this study. The results revealed that IIA assumption among the study areas was violated; therefore, generalized binomial and generalized multinomial logit models were used in this study. In the binomial logit analysis, 2 to 5 independent variables were included in the models: their $\rho$2 values were from 0.1to 0.323, and accuracy of predictions were from 65.38 to 79.86 percent. In the multinomial logit analysis, 4 independent variables were included in the model: its $\rho$2 value was 0.207, and accuracy of prediction was 45.82 percent. The results showed that the conditional logit should be used with caution because of the IIA assumption. Several suggestions were described, mainly due to utilization of the secondary data for this study.

• 지식경영연구
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• 제14권1호
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• pp.73-94
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• 2013

Customer's purchase state consists of purchase inertia and variety-seeking. As the growing brand familiarity triggers the increase of brand attractiveness, customers purchase state will be of inertia. However the excessively growing brand familiarity ignites the decrease of brand attractiveness. Followingly the purchase state will be tend to plunge into the variety-seeking state. The main topic of this study is to validate the asymmetric formation of customer's purchase states between inertia and variety-seeking. In order to follow up the main topic, this article introduces a model to freely describe the velocity of value changes depending upon the purchase states. This model will help overcome the limitation of the past studies having been based on the symmetric value changes. Based on this approach marketer will be able to decide the timing of sales promotions. This research utilized local telecommunication carrier's database of smartphone application purchase/download records. This database was collected from two years (2009 and 2010) span, the time when the smartphones started commodifying in Korea whilst most of the past studies had used purchase data of maturity stage products. From this approach utilizing the introduction stage data in the product life cycle, the probability of brand choice depending upon the purchase state on the early-stage can be probed. Moreover, this study tries to expand the research methodology from the other areas of research by knowledge sharing. Here this study introduces the methodology of section-aggregated multinomial logit to simultaneously estimate the parameters that were included in the plural multinomial logit functions while the plural functions were inter-connected. This adoption of section-aggregated multinomial logit model procedures from the computerized statistics areas is expected to nourish the marketing research for more precise analysis and estimation of effects of marketing activities.

• 대한교통학회지
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• 제13권4호
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• pp.47-59
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• 1995

The main purpose of this study is identifying the factors which affect the mode choice behavior of work trips. Disaggregate behavioral approach is used for the analysis . The data were collected using the questionnaire survey method in Taegu. Two models were developed in this study which are multinomial logit model(MODEL-1) for auto, taxi and bus and multinomial logit model (MODEL-2) for auto, taxi, bus and subway. The stated preference (SP) data were used for the analysis of the subway mode choice behavior. MODEL-1 provide reasonable results for the future application. A multinomial model (MODEL-2) developed using the stated preference(SP) data was tested for the use of future transportation mode. It is four that the those models provides reasonable results in terms of behavioral and statistical consideration.

• 한국안전학회지
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• 제32권3호
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• pp.141-150
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• 2017

A rapid increase in traffic accidents involving senior vehicle occupants has been an issue in Korea because of the aging of the population occurring at one of the fastest rates in the world; unfortunately, few studies beyond several looking at the effect of senior occupants on the level of accident injury severity can be found in the literature. A Multinomial logit model was estimated with Newton-Raphson algorithm to perform bias-reducing penalized likelihood optimization. Model covariates integral to developing the model were included, but the main focus was on the interaction of seating position and injury to senior vehicle occupants. It was found that the likelihood of an accident resulting in a fatality increased: 2.2 times for the driver seat, 2.7 times for the front passenger seat, and even 6.7 times for the rear seat. A mandatory seatbelt law to be extended to the rear seat needs to pass the assembly as soon as possible, and government, industry, and safety groups should be encouraged to join forces to strongly carry out targeted campaigns for the wearing of seatbelts in all vehicle seats to enhance the safety of senior occupants as well as other occupants who are vulnerable to road traffic accidents.

• 농촌계획
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• 제24권4호
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• pp.27-35
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• 2018

This study analyzed the factors influencing the choice of new farming type in order to prepare the countermeasures against structural changes of farm labor force. The analytical model was the multinomial logit model(MNL). The test for Independence and Irrelevance Alternatives(IIA) assumption in MNL shows that the IIA assumption in our data is rejected. Alternatively, we chose the multinomial probit model(MNP) that does not assume IIA. Data were obtained from 2010 census of Agriculture, Forestry and Fisheries of Statistics Korea. New farming types are succession(13.9%), return-to-farming(45.0%), part-time-farming(32.5%) and etc(8.6%). Analysis results showed that the characteristics of farms, commodity, management, and region influenced the choice of new farming type. This study is expected to help policy makers to produce support policies by new farming types in order to increase the number of new farmers and to make them easier to settle down in agriculture.

• 응용통계연구
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• 제21권4호
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• pp.589-602
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• 2008

순위형 다범주 자료에 있어서 범주값의 증감에 대한 설명변수의 특성분석을 위하여 다항로짓모형을 적합하여 분석하고 로지스틱 회귀모형을 적합하여 분석한 결과와 비교하였다. 이를 통하여 장애연금 수급자자료의 재정추계를 위해 필요한 일곱 가지 요인인 성별, 수급나이, 가입기간, 가입종별, 소득활동여부, 소득수준, 장애원인이 장애등급에 미치는 영향을 파악하였다. 일곱 요인 모두 장애응급에 대한 연관성이 있음을 확인하였고 이 가운데 다섯 요인은 장애등급의 증감에 있어서도 일정한 추세를 보였으나, 장애원인과 소득수준은 장애등급의 증감에는 일정한 추세를 보이지 않음을 확인하였다. 본 연구의 결과는 장애연금 관리방안을 모색하는데 있어서 장애등급에 따른 설명 요인의 특성을 반영하는데 필요한 가이드라인을 제공할 수 있을 것으로 기대한다. 장애등급 분류에 있어서 다중분류의 정분류율은 각각 42.56%와 42.43%로 로지스틱 회귀모형의 경우 다중로짓 모형의 경우보다 다소 높았지만 거의 비슷한 정확도를 보였다.

• 노동경제논집
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• 제41권3호
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• pp.95-128
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• 2018

본 연구는 우리나라 기혼여성들의 시간제, 전일제 등 근로형태가 오래 지속되는지 아니면 근로형태간 이동이 활발한지를 상태의존성(state dependence) 추정을 통하여 살펴보고, 최근의 변화를 분석하였다. 동태적 다항로짓모형(dynamic multinomial logit model) 추정결과 시간제와 전일제 상호간 이동성이 최근 낮아지면서 각 근로형태의 상태의존성은 강화되는 모습을 보였다. 따라서 시간제일자리는 전일제와 미취업 사이에서 근로형태간 이동을 활발하게 하는 디딤돌 또는 쉼터의 역할이 약화되고 전일제 외에 노동시장 참여 옵션을 제공하는, 전일제와는 구분된 추가적 일자리형태로 기능하고 있는 것으로 판단된다.